MARKETING MANAGEMENT

MM560
2020
Assoc.Prof.Dr. Wilhelmus
Hary susilo

Dr Wilhelmus Hary Susilo 2019 07/25/2022 1

THE ROLE OF MARKETING

Dr Wilhelmus Hary Susilo 2019 07/25/2022 2

 THE DEPICTION OF THE INTEGRATED
ELEMENS OF THE BOUNDARY-
SPANNING MARKETING ORGANIZATION
• PRODUCT DEV,
• INSIDE-OUTSIDE- CUSTOMER
BOUNDARY RELATIONSHIP AND
SUPLLY CHAIN

CUSTOMER
MARKETIN
VALUE-
G
CREATING
ACTIVITIES PROCESSES

STAKEHO
NETWORK
• INTERNAL, LDERS
VERTICAL, • PRIMARY &
INTERMARKET & SECONDARY
07/25/2022 3
Dr Wilhelmus Hary Susilo 2019
THE GRAND THEORY

MIDLE RANGE
GRAND THEORY APPLIED THEORY
THEORY

Dr Wilhelmus Hary Susilo 2019 07/25/2022 4

PILLAR OF GENERAL THEORY OF
MARKETING

R-A THEORY OF
COMPETITION (Hunt
and Morgan)

SERVICE DOMINANT
LOGIC (Vargo and
Lush)

CONSUMER CULTURE
THEORY (Arnould and
Thomson)

Dr Wilhelmus Hary Susilo 2019 07/25/2022 5

 THE ORGANIZATIONAL THEORY 
MARKETING SCOPE
1. ADJUSTMENT-COST THEORY
OF THE FIRM,2. AGENCY,3.
BEHAVIORAL THEORY OF FIRM, 4.
BOUNDED RATIONALITY
THEORY,5. COMPETENCE BASED
THEORY,6. CONTINGECY
THEORY,7. ECLECTIC THEORY OF
INTERNATIONALA PRODUCTIONS, THEORY, 18. RESOURCE-BASED 28. THEORY OF THE GROWTH
8. GAME THEORY, 9.INDUSTRIAL
ORGANIZATION, 10.
INFORMATION ECONOMICS
THEORY, 11. INSTITUTIONAL
THEORY.
THEORY
12. KNOWLEDGE-BASED VIEW 22.SOCIAL CAPITAL THEORY,
OF THE FIRM, 13. NETWORK 23. STAKEHOLDER THEORY,
THEORY, 14. 24. STRATEGIC CHOICE
ORGANIZATIONAL ECOLOGY, THEORY, 25. SYSTEM THEORY,
15. PROSPECT THEORY, 16. 26. THEORY OF COMPETITIVE
REAL OPTIONS THEORY, 17. RATIONALITY, 27. THEORY OF
RESOURCE-ADVANTAGE MULTIMARKET COMPETITIONS,
VIEW OF THE FIRM, 19. OF THE FIRM, 29. THEORY OF
RESORCE DEPENDENCE THE MULTINATIONAL
THEORY, 20. SERVICE- ENTREPRISE, 30. TRANSACTION
COST ECONOMICS, 31. UPPER
DOMINANT LOGIC, 21.
SIGNALING THEORY. ECHELONS THEORY.
Dr Wilhelmus Hary Susilo 2019 07/25/2022 6
CV
Dosen TETAP PascaSarjana FE UPI YAI (MANAJEMEN
MARKETING), Jakarta 2011- sekarang, Pembimbing
DISERTASI PROGRAM DOKTORAL, konsentrasi Marketing
2013- sekarang, Dosen Teknik Arsitektur FT UPI YAI (1991-
Sekarang), Dosen Tidak Tetap UNPAK dan Pembimbing
Thesis (2010-sekarang). Dosen Tidak Tetap pada (MK
Biostatistik Lanjut-S2), PascaSarjana STIK Sint Carolus,
Jakarta, 2011 – 2014. Dosen Pembimbing Thesis S2-
Metodologi STIK Sint Carolus, Jakarta 2012-2014. Dosen
Pembimbing Metodologi Penelitian pada penulisan Skripsi S-
1, STIK Sint Carolus, Jakarta, 2009 – 2014. Peneliti Senior
pada P3M UPI YAI, Jakarta. Dosen Tidak Tetap pada PascaSarjana UMB
(STRATEGIC MARKETING MANAGEMENT, ENTREPRENEURSHIP AND INNOVATION
MANAGEMENT) dan Pembimbing Thesis, Penguji
Jakarta 2012- 2015.
Disertasi Program Doktoral Ilmu Lingkungan, Universitas
Indonesia. (2013-2016).
 REVIEWER: JOURNAL DI: ATHENA YUNANI, ITALY
Dr Wilhelmus Hary Susilo 2019 07/25/2022 7
PUBLISHMENT

Buku yang Diterbitkan 2013- 2020 (23):

1. RISET PEMASARAN ( Aplikasi dengan SPSS & LISREL pada
Penelitian Pemasaran jasa)
2. MANAJEMEN PEMASARAN , Teori dan Aplikasi dalam Bisnis
3. MARKETING BISNIS JASA, Peran Orientasi Pelanggan, Building
Character Terhadap Tingkat Daya Saing Institusi ( Teori
dan Aplikasi SPSS & LISREL pada Riset Pemasaran).
4. RISET PEMASARAN INTERNASIONAL (2017)
5. The Business Research , Lambert Publishing, Latvia- East-
European (2020).

PUBLIKASI JURNAL INTERNASIONAL 25 MANUSCRIPT, REVIEWER

INTERNASIONAL, PEMBICARA INTERNASIONAL CONFERENCE,
ORASI ILMIAH.
Dr Wilhelmus Hary Susilo 2019 07/25/2022 8
PERTEMUAN MATERI 01

Dr Wilhelmus Hary Susilo 2019 07/25/2022 9

MODUL 01

•Marketing
WEEK Not Static
of 1 st
•Paradigmn

Dr Wilhelmus Hary Susilo 2019 07/25/2022 10

Marketing is not static
 Over the past decade, product
management has become a global
concept, and there is no reason why
this trend will not continue in the
future. Marketing is not static but an
evolving discipline. In this new global
marketplace, response time to a
changing situation is critical to
success.

Dr Wilhelmus Hary Susilo 2019 07/25/2022 11

 EMERGING PHENOMENA MARKETING

 The characteristics of emerging

phenomena by Yadav (2018), in
marketing may include of
substantive contexts with: (1).
newest inovation in technology,
(2). new methods of selling and
(3). how firms and consumers
communicated each other.
Dr Wilhelmus Hary Susilo 2019 07/25/2022 12
PARADIGMA FUTURE MARKET PLACE
 The model that will assist
companies to improve plans for the
future marketplace. Present a new
concept, "edited platforms," as a
consumer aware, but company
driven, product development model.
Adams, Russell; Downey, ClaraAuthor Information .
Journal of Marketing Theory and Practice 24.2 (Spring 2016): 224-
235.

Dr Wilhelmus Hary Susilo 2019 07/25/2022 13

EDITED PLATFORMS

PLATFORMS

product development
as a consumer aware, but company driven,
model

Dr Wilhelmus Hary Susilo 2019 07/25/2022 14

MODERN WORLD
consum
ption
changes

demo
graphi
c,
witnessing
many
technologic
al,

Dr Wilhelmus Hary Susilo 2019 07/25/2022 15

 PARADIGM IN MARKETING THOUGHT
G
G
M
E R I
D
N A L
E
N E
R
A
D R
A
L N
G
T E
T
H
H T
E E H
E
O O O
R R R
Y
Y
Y

MARKETING SCIENCE VALUE CREATION & VALUE DELIVERY

RESOURCE DRIVING PARADIGMN: R-A THEORY OF COMPETITIONS

Resources base theory

MRT

SERVICE DOMAIN PARADIGM: SERVICE DOMINAD LOGIC

Net work theory
Net work capital
Hedonic value theory

CULTURAL INTERACTION PARADIGM: GRAND TEORY CONSUMER CULTURE THEORY

Dr Wilhelmus Hary Susilo 2019 07/25/2022 16

 MARKETING IS (HULT, 2011)

COMPOSED OF THREE PRIMARY CUSTOMER VALUE-CREATING PROCESS

3. CUSTOMER
RELATIONSHIP
2. SUPPLY CHAIN
1. PRODUCT MANAGEMENT:
MANAGEMENT: acquiring
DEVELOPMENT identifying customers,
physical and information
MANAGEMENT: creating creating customer
then transforming them
solutions the customers knowledge, building
into customer solutions'
wants. customer relationships,
input a
and shaping customer
perceptions

Dr Wilhelmus Hary Susilo 2019 07/25/2022 17

 UPPER ECHELONS THEORY (Hambrick, 2005)

• Integrates literatures from various fields on characteristics of

top managers as managerial background characteristics
• Organization outcomes, strategic choice &
performance level

ORIGINAL SCOPE

Dr Wilhelmus Hary Susilo 2019 07/25/2022 18

 The marketing insights
• Marketing strategy issues
• Practice

Market • Higher degrees of creativity

• Proactive with marketing efforts.

exchange • Responsive in the market place.

• Targeting explicit customer needs and
Latent customers.

Internal •Decisions about marketing organization properties

•Managerial backgrounds of the top marketing
managers.
organization •Job Integrations with others.

Dr Wilhelmus Hary Susilo 2019 07/25/2022 19

 Knowledge Based View of
the Firm THEORY (Grant, 2002)

ORIGINA
•The emerging knowledge-based view of the firm
is not a theory of the firm in any formal sense.
•The characteristics of knowledge & the

L SCOPE knowledge requirements of production.

•Integrating knowledge.

• Characteristics of market and marketing

knowledge.
MARKETIN • The knowledge requirement of developing
and implementing marketing strategy.

G SCOPE • The marketing Organization is conceptualized

as an Institutions for Integrating Market and
Marketing Knowledge.
Dr Wilhelmus Hary Susilo 2019 07/25/2022 20
 MARKETING INSIGHTS: MARKETING
PROFESSIONALS SPECIALIZING IN KNOWLEDGE

PRODUCTI
THE VALUE
ON GAINS

KNOWLEDGE DEVELOPMENT OF
MARKETING STRATEGY &
ACQUISITIONS &
ACCOMPANYING PRODUCT
ORGANIZATIONAL AND SERVICE ASSORTMENT/
MEMORY STORAGE BERAGAM- REQUIRED
Dr Wilhelmus Hary Susilo 2019 07/25/2022 21
REFERENCE
 Kuzgun, E., & Asugman, G. (2015). Value in Services – A Service Dominant
Logic Perspective. Procedia - Social and Behavioral Sciences, 207, 242-251.
doi: 10.1016/j.sbspro.2015.10.093
 Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service:

Insights from service-dominant logic. Journal of Retailing, 83(1), 5-18. doi:

10.1016/j.jretai.2006.10.002
 Shelby, H. (2014). Understanding marketing’s philosophy debates: A

retrospective on seven key publication events. Journal of Historical Research

in Marketing, 6(3), 351-378. doi: 10.1108/JHRM-04-2013-0020
 Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025.

International Journal of Research in Marketing, 34(1), 46-67. doi:

10.1016/j.ijresmar.2016.11.001
 Wu, P.-L., Yeh, S.-S., Huan, T.-C., & Woodside, A. G. (2014). Applying

complexity theory to deepen service dominant logic: Configural analysis of

customer experience-and-outcome assessments of professional services for
personal transformations. Journal of Business Research, 67(8), 1647-1670.
doi: 10.1016/j.jbusres.2014.03.012

Dr Wilhelmus Hary Susilo 2019 07/25/2022 22